Debbie Weil, a blog business consultant, points to a Gartner conference call in which they place RSS and Corporate Blogging heading into the Trough of Disillusionment. As you look at Gartner’s Emerging Technology Hype Cycle for 2005, (check out page 6 on the PDF) you can see that they place corporate blogging about two years out to widespread adoption.
This is not to say that you should throw in the towel and sit on your hands for the next two years while the rest of the world figures it out for you – it just means that companies, now that they have begun to experiment with blogging tools realize that effective blogging is hard work. A blog requires someone not only to write intelligently and consistently, it also requires someone to monitor blogs and respond to comments. I can still hear the sigh of disappointment from the realtor that called me the other day to ask if he could pay Six Apart to also feed him content for his blog.
I have received a few good comments in reaction to my post yesterday about how there is still a gulf between those that blog and those in the corporate world trying to figure it all out. Robert Scoble’s advice to hand out your card at geek dinners isn’t going to really work if you’re promoting a blog for Sarah Lee or Quaker State. The Blog Business Summit was held to try and address this and their upcoming one day seminar will further the education on the nuts & bolts of corporate blogging.
As with any hyped trend, self-help books are rushing in to meet the need. A few good books out already or very shortly include:
- Naked Conversations, by Robert Scoble and Shel Israel is available for pre-order on Amazon. They also have a blog.
- Debbie Weil is writing a book on corporate blogging for Penguin due out in 2006.
- Blog Marketing, by Jeremy Wright is available today!
- The Weblog Handbook, by Rebecca Blood is one of the first books on blogs and a great primer.